Why is it that people across the globe head to the theatres on the first day, for the first show of any Marvel movie? Or what is it about Disney World that makes adults and kids want to stand in line to get a picture with a cartoon character? Whether that’s product marketing done right or simply a great product experience, Marvel and Disney have forged an emotional and irreplaceable connect with people of all ages. Well designed user experience will do just that. The digital age is forcing companies to be more rapid, responsive and dynamic. The app-savvy, coffee drinking, and always on the go customer is seeking tailored and unparalleled user experience. It is no longer okay to be just good, you have to be outstanding.
Companies like Apple, Uber, Zappos, and Airbnb are leaders in delivering outstanding customer experience. But, how do they manage that? What is the secret recipe? Of course, knowing what the customers want is the core ingredient, but supplements such as design, packaging, and visualization also elevate the experience to another level. Let’s find out how.
Consistent and Stellar Brand Design
Traditionally, design was just about aesthetics. But today, design is not just about making things look chic, it is about the experience it generates. Companies are fighting over user experience as that is what makes them stand out, and design plays a significant role. A solid brand design generates trust within the user and projects a strong identity.
“Netflix and chill” has become a household phenomenon. Netflix, which started as a DVD rental service, is the undisputed king of online streaming today. Netflix does produce great content, and it’s product positioning is unparalleled but what separates it from the rest is its consistent brand design and usability across all mediums. The iconic and engaging logo translates well, both digitally and in print, and transcends global boundaries, striking a chord in emerging and existing markets. The design of the Netflix application and website itself lays a strong case for brand design. The ease to scroll through the catalog, coupled with customized recommendations, delivers a user experience that is consistent, comforting, and personalized.
Create Magic with Packaging
Half (okay may be more than that) of the joy of getting a package is opening it. Don’t you agree? With the majority of purchases happening online and over mobile devices, customers are expecting more, and the box is the first touch point! Studies show that our brain decides whether the product will be pleasant or unpleasant based on packaging.
L’Occitane’s, French beauty and well-being brand, exquisite packaging is designed to deliver the same luxurious, safe, and “we care about your body” messaging. The color palette, material use, product placement, and typography offer a stellar product introduction and deliver a cohesive user experience that resonates with customers. Additionally, their commitment to using bio-degradable materials demonstrates their understanding of the evolving customer expectations. They have also understood that the joy of opening the packaging is like a kid in a candy store! Psst, doesn’t the magical experience of unboxing makes it hard to let go of the box long after the product is over? And is that what user experience is all about.
Have Them Visualize the Best
Think about the last time you made a decision to buy something, anything, without looking at a visual. Can you trace one memory? Pretty sure, you can’t. Why do think Instagram is so popular? Humans are visual creatures; sight is our most powerful sense. Today’s modern consumer is demanding and why not, they can afford to be. They are the driving force behind fantastic user experiences, and they are seeking more visuals day by day. Lots of data and text can be boring to go through, and visualization breaks that monotony.
90% of the information that the brain processes are visuals. 67% of product users say images are very important when making a purchasing decision.
But, just including powerful images or infographic is not sufficient. Integrate technology that enables customers to see the 360-degree views of a product or even superimpose a product in context.
Let’s talk about food, we all love food, don’t we? Kabaq, a New York-based startup, uses advances in augmented reality to deliver 3D visuals of restaurant menu items. How does it work? Customers can use Snapchat to scan the menu and get a 360-degree view of what a dish would look like (We want to try that!). Now, won’t you go back to a restaurant that takes a lot of the guesswork out of what food to order?
Through visualizations, you can tell your brand’s story and set a precedent for a user experience like no other.
In a Nutshell
The transition between individual and product, whether physical or digital, is becoming seamless. And so, product design companies need to know that winning over a customer without a solid and though out UX design is next to impossible. Although, they might create a lasting impression on the modern customer by paying more attention to all these crucial elements, in the end, if the product design itself is not at par, everything else wouldn't be of much use.
Read in our next blog why product design is of utmost importance and how you can make the most of it. Keep watching this space.